Social Media for Book Publishers and Authors

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Presentation given to the Book Publishers NW meeting in Seattle on Oct. 20, 2010 by Margery Spears, Search Engine Catalyst.

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  • Good morning, I’m Margery Spears. I’ve been in the organic search field for quite a few years now. As the lines blur between search and social media, I find that I’m enjoying working in that arena as well.
  • Intro – In this webinar, we are going to show how to use the free channels of organic search engine ranking and social media to increase leads. I emphasize free, because there’s a lot to gain if you are willing to put in the time and effort yourself. We’ll be talking about the benefits of ranking on search engines, how to optimize your site for search engines, blogs and blogging, social media especially Facebook and Twitter. And, of course, we’ll save some time for questions.
  • Social media is any website that allows social interaction through content creation, even if it’s only 140 charactersWikisSocial bookmarking sites like DiggPhoto sharing sites like Flickr and PanoramiaReview sites like Angie’s List and YelpVideo sharing sites (YouTube)Question & Answer sites (Quora)Professional networking sites (LinkedIn)Micro-blogging sites such as Twitter and FacebookAnd there are more and more all the time.
  • ConScore: http://blog.comscore.com/
  • In a recent survey of 3,300 marketers, 90% saidthat social media is important for their business, with the self employed and small business owners with two or more employees "more likely to strongly agree." 72% said they gained traffic and subscribers through social media outreach62% said their search rankings were improved 43% said they improved sales2011 Social Media Marketing Reporthttp://www.inc.com/news/articles/201104/social-media-takes-time-but-pays-off.html
  • But primarily, the impact is on your brand. More and more, your brand is not what you tell your customers that it is, it's what your customers are telling everybody else that it is.
  • Part of your content strategy should be a blog.
  • http://www.blogpulse.com/ and Technorati
  • Blogs are hugely beneficial.They establish you as an authority in your field.Adds a variety of keywords to your domain. This will match a wider variety of search queries and bring in a broader base of visitors to your site.New blogs give prospective customers a reason to return. This works for spiders, too. Spiders love fresh content and will come back more often, which means that your content is updated in the search engine indexes sooner.Blogging gives your company a familiar face and name. Make sure that your articles have an author byline and bio. People relate to that.Gives you the ability to react to breaking news about your industry quickly.And, they can get you lots of links.
  • Keeping up the latest blogging platform is a job in itself. So which one do you use? People seem to develop a loyalty to a particular platform that they are most familiar with, but that doesn’t mean that they are the best. Make sure that the platform is search-engine friendly – meaning that it allows you to write your own titles and meta descriptions, and allows tagging, archiving, and categorization.And make sure that your blog is physically located on your own site. You can create a /blog subfolder or append the date to the URL for easy tracking. That way all the keywords, all the inbound links, will benefit your business domain and not, say, Wordpress.
  • Keeping up with a blog schedule can be very demanding. But you don’t need to take it all on yourself. Rotate the assignment or hire “ghost” bloggers. You can also get guest bloggers from related fields who will bring in the added benefit of linking to your blog from their own. You can even ask happy customers to write up a little something that can double as a testimonial.
  • There is lots of rubbish out there. Make sure that your blog is not one of them.
  • – don’t be afraid of questions and responses. The whole idea is to spark a conversation. You can moderate the questions, of course, and delete the spam.Optimizejust like you would with any other page with keyword-rich titles, compelling meta descriptions, and optimized text.
  • Make it interesting, make it current.
  • Facebook is very popular. As of 2011, there are 500 million active Facebook users1 in every 13 on earth. Half are logged in on any given dayAs of April 2010, an estimated 41.6% of the U.S. population had a Facebook account. That’s almost half the US population. These are prospective clients.http://www.onlineschools.org/blog/facebook-obsession/
  • Neilsen study: http://blog.nielsen.com/nielsenwire/social/
  • Who Uses Facebook?No. US users grew 144.9% since 200929% are 18-2555+ users grew 922.7% in 2010 to 7%54% female, 46% malehttp://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/
  • Facebook pages get indexed just like any other page. Make sure that you optimize your Facebook Info pages and Profiles just like you would any other webpage. Add photos with captions, events with descriptions, and a discussion forum.
  • If you don’t have a company page on Facebook, it’s really easy to set one up. When you go to sign in to Facebook, you’ll notice this “Create a Page for a celebrity, band, or business” link near the bottom.
  • If you are a self-publishing author, you can create an author page.
  • This starts a wizard. On the next page, select your business category.
  • And then continue through the wizard step by step.
  • Leave no field empty on your profile
  • Create a page per book, and add your colleagues to your account.
  • Help your authors get a Facebook page
  • Use Facebook to increase your mailing list for newsletters.
  • Motivate Likes with rewards.On your business page, you get a Profile Page:. Use this to upload pictures, logos, and other information about your company.When you publish updates to your company blog or Web site, add the link or a link and a photo to your Facebook profile.Add a Review tab for your Facebook page and invite people to leave feedback there.When you update your status, ask questions and spark a gripping or compelling conversation. Ensuring you respond to as many comments as possible also increases interactivity. By adding forms or calculators built and hosted on Facebook, one company reports that they increased their conversions by 30%. Once you have your Facebook page set up. Promote your Facebook acct on your website, blog, email signature, etc.
  • Ask questions, create polls and contests, start discussions about your books.
  • Get reader feedback for marketing.
  • Point to your new blog posts, link to your new website pages.
  • Pull in your blog directly into your Facebook page
  • Add and use Events. Use upcoming and past events page.
  • Twitter has 106 million total users27% log in every day25% follow a brand67% will purchase the brand that they follow
  • Twitter has 106 million total users30% are 26-3427%are 35-449% are 55+52% female, 48% malehttp://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/
  • Social media is getting incorporated more and more into the ranking algorithms.
  • It doesn’t have to be boring!
  • Social Media for Book Publishers and Authors

    1. 1. margery@searchenginecatalyst.com Twitter: @MargeryS Hashtag for today: #BookPubNW
    2. 2. Margery SpearsOwner: Search Engine Catalyst LLCSpecialist in non-paid (natural) searchoptimization and social mediaTwitter: @MargerySLinkedIn: www.linkedin.com/in/margeryspearsHashtag for today: #BookPubNW margery@searchenginecatalyst.com 2
    3. 3. What We’ll Cover  What is Social Media and Why Should I Care?  Blogging  Facebook  Twitter  YouTube  LinkedIn  Conclusion  Questions margery@searchenginecatalyst.com 3
    4. 4. margery@searchenginecatalyst.com 4
    5. 5.  1 out of every 6 minutes spent online is spent on a social networking site 50% of the total U.S. Internet audience visits a social networking site in a given day Women and 18-34 year olds the most active
    6. 6. Important to businessIncreased traffic/subscribersImproved search rankingsImproved sales margery@searchenginecatalyst.com 6
    7. 7. More and more, your brand is not whatyou tell your customers it is, its whatyour customers are telling everybodyelse it is. margery@searchenginecatalyst.com 7
    8. 8. margery@searchenginecatalyst.com Twitter: @MargeryS Hashtag for today: #BookPubNW
    9. 9.  As of 13 October 2011, there were 173,838,866 public blogs in existence New blogs in last 24 hours: 384 813 blogs relating to book authors Why add to the glut?
    10. 10. margery@searchenginecatalyst.com 4/2011 10
    11. 11.  It’s not a book!
    12. 12. margery@searchenginecatalyst.com 13
    13. 13. margery@searchenginecatalyst.com 4/2011 14
    14. 14.  Establish a publishing schedule and stick to it Don’t commit until you have 10 in the can Soft sell only Use a friendly, personal tone Enable comments Humor is always welcome Optimize the blog Write about things that interest your customers
    15. 15. margery@searchenginecatalyst.com 18
    16. 16. Male, 4 Female, 6% 54%margery@searchenginecatalyst.com 20
    17. 17. Facebook Insights:www.facebook.com/insights
    18. 18. margery@searchenginecatalyst.com 44
    19. 19. Female, Male, 4 54% 8% margery@searchenginecatalyst.com 45
    20. 20.  Tweeting regularly Linking to your blog posts & web pages Using a URL shortener like bit.ly Retweeting generously Engage - reply to questions and comments Tweeting about interesting things in your genre, not just your books Following others
    21. 21. margery@searchenginecatalyst.com 49
    22. 22.  3 billion videos watched every day More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years Broad demographic: 18-54 years old Over 700 billion playbacks reached in 2010
    23. 23.  Fill out your profile completely ◦ Link to your website & blog ◦ Write descriptions using your keywords Keep it short! Tag & Categorize liberally Get it done ◦ Ask your book publisher to do one, or ◦ Hire a pro, or ◦ Film your book trailer yourself Film ‘teasers’ before the book is finished
    24. 24. The maincharacter talks margery@searchenginecatalyst.com 54
    25. 25.  Don’t be boring! ◦ Mix it up ◦ No talking heads Author interview ◦ Q&A Be interesting Book signings Lectures
    26. 26.  Promote the author, not just the book Writer’s tips and advice New releases Thanks to fans Author bio
    27. 27.  Add your channel to your blog, website, Facebook page Announce new videos Create a channel Add your social media to your signature file
    28. 28. margery@searchenginecatalyst.com 58
    29. 29.  Connect with: ◦ Writers & bloggers ◦ Editors ◦ Artists & illustrators ◦ Social media help ◦ Event managers ◦ Videographers ◦ Get endorsements ◦ Publicists, marketers
    30. 30.  Write a great, keyword-rich profile ◦ Add your website, blog, videos Ask for professional recommendations Expand your network Update your status regularly Participate in groups ◦ Book Publishing Professionals
    31. 31.  You can increase your website traffic, your brand recognition, and book sales by participating in:  Blogs, Twitter, Facebook to:  Build long-term relationships with your fans  Market your books and yourself  Ranking high in search results  Get leads  Learn about what your customers want and like  YouTube for video promotions  LinkedIn for business networking

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